Retail
How Next Mile can help retail businesses track customers
Retailers want to delight customers and facilitate engagement at the right time to motivate consumers to purchase products, whether it’s in store, curb-side pickup through e-commerce platforms.
Retailers are constantly aiming to improve:
· Customer engagement with the brand, by targeting the right customers at the right place
· The customer experience across in-store and online channels with seamless in-store pick up and delivery options
· Customer loyalty through repeat purchasing behaviour
Businesses have troves of information on who their customers are and what the customer’s touch points are along their buyer journey, however, they often can’t consider the location context of their buyers and their habits.
Understanding not only who their customers are but also where they are and where they typically go helps businesses plan and forecast the success of campaigns and improve their location-based targeting efforts.
Retail and advertising use cases at a glance
Campaign success attribution
Enable more precise campaign analysis.
Customer segmentation
Match location context with customer behaviours to enhance audience insights.
Campaign success attribution
Marketers and advertisers spend thousands of dollars advertising in areas that they think will drive store traffic. Location data adds context to consumer buying habits and enables marketers to more effectively understand their audiences and target advertisements that maximise their return on investment.
Location data can help bridge the gap between the digital and physical world. Marketers can gain an understanding of the various touch points along the customer’s journey by revealing patterns of behaviour relative to Points of interest (POIs) and foot traffic. Pairing location context to a brand’s own customer data related to store visits, purchase behaviour, and many other attributes, marketers can create buying personas and more personalised campaigns.
The need for location-based out-of-home (OOH) advertising increased 600% in one year according to the LBMA 2018 Global Location Trends Report. Using HERE Places and HERE Geofencing, brands can add valuable location context to understand audiences and target advertising effectively.
Customer segmentation
HERE leverages over 100 million data points across the HERE Places, HERE Places Footprints data sets, to match location context with customer behaviours to enhance audience insights and improve audience segmentation and attribution.
Privacy is of the utmost importance and businesses need to be able to make data-driven decisions that don’t impact upon customer privacy. To adhere to privacy laws, HERE Places and HERE Places Footprints data sets provide customers with aggregate information combined with added local context information help companies understand where people are visiting, at what times and how often. AdTec companies, media agencies and retailers can create segmentation models and tailor promotions to these segments without invading a user’s privacy.
Improving the customer experience
Although retailers can understand their customers and the buying journey, the hard work can come undone if the customers experience is sub-standard. Whether they’re in-store or online, customers want to know exactly what they can purchase, where they can purchase it and how fast they can receive their goods.
Last mile delivery for retailers is an expensive cost to the business. Retailers can utilise HERE Fleet Telematics to manage the delivery ecosystem to assign drivers to the nearest pickups and assist drivers in delivering goods efficiently. This saves businesses operational time and money while also improving customer loyalty through providing customers with accurate ETAs and the ability to track their deliveries, seamlessly. Solution providers building web, enterprise and mobile apps for retailers can leverage HERE Location Services and Map Data to enrich the consumer and delivery driver experiences.
More customers than ever are opting for a ‘buy online, pickup in store’ option. Utilising location data in business operations means customers can find their closest store that has available stock or understand the ETA of a product getting from a warehouse to store and then find the quickest route from their location to the store for pick up.
We love working with organisations who set ambitious goals & see location technology and spatial data for the massive opportunity it presents in business.
If you want to have a chat and see how we can help you integrate HERE Technologies in your next retail or advertising project, get in touch with our team via the form below.